Vision

Mavin’s vision is to become a global market maker, where brands and companies (marketers)and nano and micro influencers (influencers) come together.The marketers will benefit by reaching a more extensive audience with a higher engagementrate. And the influencers will be paid by the marketers for some of their social mediamentions, giving them the opportunity to participate directly in the marketing budgetspend.The marketing spend will not only be distributed to well-known and famous influencers,but also to ordinary people. Because everyone’s an influencer.

Platform

Mavin is a decentralized, reward-based, global influencer marketing ecosystem based onblockchain that connects digital marketers and agencies to micro and nano influencers onsocial media.Through the aggregation of the marketing power of micro and nano influencers into singlecampaign entities, Mavin outperforms the traditional target advertising market throughsignificantly higher ROI and engagement rates. At the same time, it reduces handling costsand advertising spend through blockchain technology, smart contracts and micro transactions.Our quality verification framework allows micro and nano targeting at a new level, whilealso offering transparent KPI measurement and disruptive rates.All transactions are handled through MVN tokens, the platform’s internal currency thatpowers the payment, reward and verification system

The Mavin platform

Key components

Influencer

An essential factor of the Mavin platform is its user base, the influencers. They are contributing to the different campaings and earning rewards in exchange.

Marketer

The marketers are the contracting authorities of the Mavin platform. They choose from different campaign types and put them out to tender. They are

rewarding the influencers for a successful participation.

Social Media

The Mavin platform supports the social media channels most frequently used by influencers. Depending on the platform, the social media posts will be assessed by picture quality, likes and comments to quantify the engagement rate.

Human Verifier

Quality verifictation is a key component for a reliable pursuance of a campaign. A reward based human verification process is part of the Mavin Quality Verification Framework.

Ethereum Blockchain

Based on the Ethereum blockchain, the Mavin patform utilizes ERC20 tokens powered by the Raiden Network

for its ecosystem. The MVN Token can be bought with and exchanged to fiat

Mavin ecosystem

Scalability approach and workflow

Mavin differs from other influencer marketing platforms in that its user base is bottom up, starting fromthe very small nano influencers. A typical platform struggles with the sheer number of influencersthey need to handle and reward – that is one of the reasons nano and micro influencers have feweropportunities compared with their bigger competitors. Mavin is based on a blockchain-based applicationwith a self-maintained quality verification framework – an approach that lays the foundation for ahighly scalable platform that is able to maintain high quality standards.

• The Marketer places a campaign on the Mavin platform which will be automatically matched andassigned to the applicable influencers based on their profile and specialization type.• Influencers see only appropriate campaigns in their dashboard and may spend influencer pointsto participate in them. Since the influencer has to spend points it will prevent the platform users toparticipate in campaigns which do not match their profile.• As soon as the social media mention has been provided to the Mavin platform, the Quality VerificationFramework steps in. The first layer of quality verification is done by Mavins A.I. enginepowered by Google and IBM technology. The second level of quality verification is done by theplatform users itself. They verify random social media mentions for different criterias and will earnquality verification points which can be exchanged to MVN tokens.• The campaign will pay a reward according to the final quality verification score and the usersinfluencer profile score according to the reward and scoring model. A negative quality verificationscore will not get any reward.• Depending on the campaign type different types of rewards will be granted. The participants willbe rewarded in MVN tokens, Influencer Points and/or Quality Verification Points.

Campaign products

The Mavin platform will start with four core campaign products that a marketer can place within theMavin platform. In their dashboard, influencers will see only the campaigns in which they can participatebased on the filter criteria the marketer has set. In the interests of quality, we have introducedinfluencer points – an internal reward system that helps us drive, educate, verify, rank and qualifythe status of the influencer and quality of their posts. An influencer interested in one of the tenderedcampaigns must verify their interest through ‘payment’ for their participation with influencer pointsfrom their inventory. Later in the process, the influencer ‘earns’ these points through delivery ofthe booked campaign. At the end of this pipeline, the influencer can exchange their earned points(through MVN tokens) for ETH or cash.Each campaign product has the basic criteria from which the marketer can choose:• Duration• Target Cost-Per-Mille (CPM) → defines budget for campaign• Filter (granularity based on product type)The products also have their own character in terms of targeting possibilities or reward structure:

Mavin hashtag campaign

This campaign is similar to a keyword campaign with Google AdWords. Besides the basic criteria, themarketer must narrow down the campaign to a geographical region in which it wants to target theinfluencers. In addition, it has to add the hashtag or a combination of hashtags for which an influencerwill be paid at the end of the campaign. By sticking only to the geographical filter, this kind of campaignwill be driven mainly by influencers, who help to give an understanding of the market dynamicsby reporting the results to the marketer. Hashtag campaigns will be rewarded with influencer points.

Mavin competition

A competition is a mix between a hashtag and a direct targeting campaign, but with greater flexibilityin terms of the reward structure. A competition allows different kind of rewards to be set, such asmodified multiplier campaigns or campaigns where the influencers must post a specific type of content.The Mavin platform may use competitions in its own interests to balance the Mavin ecosystem;for instance, the platform may launch specific verification campaigns to increase the reach of thequality verification framework. Competitions will be rewarded with influencer points or MVN tokens.

Mavin geo-local campaign

This geo-local comapaign is like a competition but the main difference is that it will only appear in theusers dashboard if he is near by the specific location. The GPS function of the users mobile devicewill be used to determine if any marketer has placed a competition around the users current location.

Mavin direct targeting

The direct targeting campaign allows all available filters. For instance, a marketer can set the minimumnumber of followers an influencer must have and other influencer-specific criteria. In contrastto a hashtag campaign or a competition, the marketer provides a detailed briefing. The social mediamentions must be approved by the marketer beforehand. This is the campaign type with the lowestnumber of potential influencers due to its very explicit nature. Direct targeting campaigns will be rewardedwith MVN tokens.

Quality verification framework

Fake influencers and low quality social media mentions are serious problems for marketers. Althougha few macro influencers is not a big deal, ensuring the quality of hundreds or thousands of socialmedia mentions is almost impossible. For that reason, the Mavin platform has an integrated qualityverification framework, which consists basically of two main pillars that ensure only high quality socialmedia mentions are rewarded.

Quality layer 1 – AI verification

The first level of verification occurs automatically through use of the artificial intelligence frameworksfrom Google and IBM. The posted image will be categorized and matched with the hashtags to gainan understanding of the picture and hashtag accuracy. In addition, the comments will run through asentiment analysis to categorize the overall sentiment as negative, neutral or positive. The combinationof these measurements will determine the first part of the quality verification score.

Quality layer 2 – human verification

The second level of verification is powered by people; that is, users of the Mavin platform. Verificationswill be rewarded with quality verification points that can be exchanged for MVN tokens. Everyhuman verification must be checked through several criteria, with several verifications per social mediamention. This will result in a consensus per category; if a verification is not in agreement with theconsensus data, it may be an indication that the verification was not truly human or done very sloppily.This will result in a negative impact (e.g. decreasing score) for the relevant user.Verifications performed by platform users will be rewarded with quality verification points that can be

Reward and scoring model Formula

The reward an influencer receives from the Mavin reward system depends on their score:

InfluencerProfileScore

x

QualityV erificationScore

=

TotalRewardMultiplier

The first parameter (‘influencer profile score’) can be controlled by the platform user, while the secondparameter (‘quality verification score’) is determined by the platform’s quality verification framework,which consists of AI and human verification layers.

Influencer profile score

An influencer who participates successfully in a campaign will be rewarded with influencer points;these points can be spent to increase the user’s influencer profile score. An influencer can increasetheir specialization in various categories in their profile. For instance, a fashion influencer will be ableto increase their reward return for fashion-specific social media mentions if they spend influencerpoints to increase their profile sharpness. They can also spend influencer points to increase the multiplierfor MVN tokens or quality verification points rewarded by participation in competitions.Since an influencer will not spend points on categories in which they are not interested, Mavin willgather an in-depth understanding of the influencer’s profile and user type. This is particularly helpfulin direct targeting campaigns or for KPI reporting to marketers.

Quality verification score

Each social media mention will be rated by the Mavin quality verification framework. The two-layerverification gives a highly accurate indication of the quality of the specific social media mention; forexample, the accuracy of the picture in combination with the hashtags. The better the quality of theverification score, the higher the multiplier for the reward in influencer points.

MVN Token

Description

MVN tokens are released based on Ethereum blockchain ERC 20 Token Standard and are used as amechanism to reward contributors to the platform.Tokens can be acquired through the ICO as a speculative tool for initial buyers, received in returnfor contributions to the platform or purchased through one of the exchanges or from the platform’sreserve pool.In addition to the MVN tokens, the Mavin platform uses an internal scoring system. Influencers gaininfluencer or quality verification points by contributing to the platform. These points by design are notbased on the ERC 20 Token Standard due to their micro-transaction nature and therefore high costsof gas for transactions. Nevertheless, the internal scoring system and the corresponding points arebased on the Raiden Network to make use of the blockchain technology.

Token buy-back

The platform itself has a reserved 18% pool of the total number of tokens. This reserve will be usedexplicitly to reward platform contributors. If demand for tokens increases from marketers, it may benecessary to buy back tokens from exchanges at the current market price; in such an event, this willserve to increase their value. Tokens that come back to the system will be reused to reward contributors.

Token exchange

Points for MVN tokens

Points rewarded by the Mavin scoring system can be exchanged for MVN tokens at the user’s discretion.However, since MVN tokens represent monetary value, the Mavin platform will use differing exchangerate according to the influencer’s country of domicile. The exchange rate per country will bebased on the concept of purchasing power parity (PPP), which compares different currencies througha market ‘basket of goods’ approach. According to PPP, two currencies are in equilibrium or at parwhen a market basket of goods (taking into account the exchange rate) is priced the same in bothcountries. Instead of using a basket of goods, the well-known Big Mac Index will serve as the basisfor the calculation. The Big Mac Index, also known as Big Mac PPP and published by The Economist,is used to measure the PPP between nations using the price of a Big Mac as the benchmark.The PPP formula is defined as follows:

MVN token for ETH

MVN tokens can be exchanged for ETH via the platform’s internal exchange or by transfer to externalwallets/exchanges for the purpose of sale.The roadmap and adoption plans of the Mavin platform include an even more convenient routethrough partnership with TenX or Monaco. Both have already created a blockchain-based solution tomake digital currencies spendable anytime and anywhere. With such a partner, the platform’s userswill be able to use their tokens as fiat money.

Technology stack

Blockchain

Token distribution event

We will ensure that the MVN token is tradable on major exchanges. Although we cannot guaranteesubstantial liquidity levels until the platform is fully deployed, we will make every effort to enablegrowth of the liquidity market from the start.If contributions of less than ETH 2,500 (approx. USD 750,000, depending on development of theexchange rate USD/ETH) are submitted to the smart contract system, the project will be deemed tohave failed. Contributions will be able to be withdrawn back to the address used to transfer the ETHto the smart contract system.

Escrow of Funds

All funds raised during the ICO will be held in a 2 out of 3 multi-sig wallet that will include licensed fiduciaryagents as two of the signatories. All funds raised in the pre-ICO will be made available immediatelyfor the purpose of promoting the ICO. ICO funds will be released in three month tranches tocover expenses, with the flexibility to adjust amounts in response to current market conditions.

Distribution

A finite amount of 4 billion tokens with the ticker symbol MVN will be released for the ICO at a baseprice of 30,000 MVN per ETH 1.The ICO will be conducted from November 22 to December 16, 2017. Tokens will be allocated asfollows:

Through the ICO, we plan to attract up to ETH 80,000 (approx. USD 24 million, depending on developmentof the exchange rate USD/ETH) and distribute up to 2.4 billion tokens to Mavin investorsparticipating in the crowdsale.

Unsold tokens

Of the unsold tokens, 50% will be deposited into a newly created reserve pool; the other 50% willbe allocated between all the ICO participants in relation to their share of the total contributions madeduring the contribution period. In this way, the total amount of the internal platform currency willalways be constant and equal to 4 billion tokens. Tokens kept in this manner by the reserve pool willnot be sold below the ICO price during a vesting period of one year.

Vesting

All tokens kept in the reserve pool as well as all tokens distributed to the Mavin team members aresubject to a 1 (one) year descending vesting / lockup-period implemented in the smart contract systemand therefore may not be transferred in accordance to the following schedule:• First year upon start of the Initial contribution period: No transfers possible• 13th-30th months upon start of the Initial Contribution Period: 40% of the tokens shall immediatelybecome transferable, while another 3.33% of the remaining tokens shall become transferrable atthe beginning of every of the 18 remaining months.

Bonus tokens

Pre-ICO Whitelist

A whitelist is a special form of token presale. During this stage, all applications for the MVN tokenpresale will be collected.The token presale through the whitelist program will run before the start of the ICO, from October 8to November 19, 2017.Participation in this program guarantees a spot in the upcoming token distribution event and a reductionof the transaction costs on the first day of the token sale. At this stage, it will also be possible tobuy tokens for fiat money or other crypto currencies other than ETH on request.

Early contribution

Early contributors may receive bonus tokens if they buy before the soft cap has been reached. Suchtransactions will receive 10% bonus tokens; thus, if ETH 1 is spent, the buyer will receive 33,000 MVNtokens.BountiesIn addition to the bonuses, up to 2% of the total number of tokens will be given to reward individualsand partners for their support of the ICO. Tokens will be allocated as follows:

Bonus tokens earned during the bounty campaign will be credited promptly after closure of the ICO.

Use of funds

The funds raised through the ICO will be spent in the following ways over the next two years:

Since every influencer will be paid from the day the platform goes live, a major portion of the budgetwill be distributed as rewards from the company’s funds. This quota will decrease over time as brandsstart to spend their marketing budget on the platform and increase the rewards for their keywords orcompetitions. The initial investment in influencer development is crucial for reaching influencer coverage,buying back tokens and gaining traction in general.Depending on the fundraising result and according to the adoption plan, the expenses for marketingwill increase in proportion to the amount raised because of the parallel entry to different markets aswell as the simultaneous implementation of different social media platforms.

Adoption plan

The adoption plan is designed to take the initial funding result into consideration. Depending on theresult of the token distribution event, the features and geographic and platform-related roll-outs willbe launched in parallel. However, it is the intention to introduce all the higher tier milestones sequentiallyand with a longer time horizon, since they need to be funded by the platform’s earnings.

Initial social media platforms roll-out

Depending on the funding result, the Mavin platform will implement one or several social media platformson which an influencer can interact with the Mavin platform.

Initial geographical roll-out

Mavin is designed to be a global platform used by marketers and influencers worldwide. Nevertheless,business development efforts in the specific markets are essential to support organic growth ofthe platform and its user base. Depending on the funding result, Mavin will start market cultivation effortsin one or several key regions, divided into market development, sales and education. Educationplays an important role and Mavin will introduce partnership programs to educate and certify platformparticipants.

Initial exchange options roll-out

Crypto currencies are not yet widespread in the mass market and not everyone is able to handlethe technical trading process. Mavin will provide an internal exchange for marketers and influencersalongside the third-party exchanges. In addition, Mavin intends to partner up with two crypto currencycard providers to make payment with MVN tokens as convenient as possible.